Brand Journey

What's it about?

It's about Auckland. What it is, what it's not, what it needs to do to get its act together and what the outside world thinks of us.

In other words, it's about Auckland's 'brand'. Now, before anyone goes wittering on about logos and 'The City of Sails', let's be clear what a brand is. A brand is not a logo.

It's a reputation. And reputations are made by the sum of everything you know and experience of a place or person or thing.

So what's Auckland's reputation? It depends. For most of the world, it's a blank sheet of paper. For many others, it's all over the place.

Both of these are good things. No, really. A blank canvas spells opportunity. And the 'all over the place' thing? Well, let's be honest: there are parts of that picture that we love. Auckland sprawls and slouches across the landscape. Not always beautifully. But who hasn't felt that lift in their heart as they come over a rise to see Rangitoto? Don't we love all the villages you can find around the place? And the pockets of different cultures, here, there and everywhere?

Auckland feels somehow loose and malleable. It's not a dyed-in-the-wool place. It feels like things are possible here, like something great is just around the corner and you could be a part of it. Or it might be if Auckland did things better.

Auckland isn't just one thing. It's more than a city, it's a whole region taking in everything from Tuakau to Wellsford via Ponsonby Road. And even Auckland's qualities seem to be viewed through a contrasting lens. Are we laid back or merely chaotic? Diverse or divergent? Bustling or congested?

Let's go back to the idea of a brand as a reputation. Everything and everyone has a reputation. Whether widely or hardly known, good or bad, it's inescapable. And, scarily, it lies in the minds of others.

But we do have a choice. We can leave it all in the hands of others, or try to mould it ourselves. In typical 'all over the place' mode, Auckland hasn't done a very good job of shaping its reputation. And how could we, when we haven't agreed amongst ourselves?

So that's what this is really about: the making of Auckland's brand. The work has been going on behind the scenes. Now's the time to lift the curtain.

I like the potential of this. I think it will start a dialogue about Auckland with a wide range of important audiences. It could have a big future.”

Pete Rive
Founder/CEO
LaunchSite